Established in 1992, Optus is the second largest telecommunications provider in Australia. The brand set out to offer choice in a monopolised industry, and regularly introduced game-changing innovations designed to help customers. In recent years, as the market reached saturation, Optus concentrated on price competitiveness and market growth, losing relevance and brand consideration from its once loyal customer base.

The Optus identity used animals in its communications for a decade, and in 2012, began phasing them out while introducing a yellow cube, representing ‘network’. In market alongside the animal branding, the cube was met with confusion and customer ambivalence.

In order to win back its customers’ hearts, Optus began re-engineering itself with the goal of becoming Australia’s most loved service provider. To do this, a new identity was developed, coinciding with a whole series of improvements and innovations to its products, service, network and billing.

The new identity is designed to build greater positivity, optimism and emotional connection with customers. In a market dominated by formal and formulaic brands, it’s a clear departure from what many Australians would expect from a large telecommunications provider. The brand's positioning, Wingman, puts the customer first and supports them wholeheartedly.

The brand expression uses a new voice; friendly, straightforward, and peppered with a relaxed humour that doesn’t try too hard. Along with a refreshed logo and colour palette, a bespoke hand-drawn headline typeface and brand character have been introduced to provide a greater level of humanity. Together, these allow us to demonstrate how Optus has a useful and significant role in enabling the people of Australia to do the things they want with ease.

Since the launch in July 2012, the company has a renewed focus internally and externally. The rollout continues – people have begun to notice the brand again. For the first time in ten years, the Net Promoter Score has turned positive.